IPAN, SAPUTRA (2024) PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERASI DALAM PERSPEKTIF BISNIS SYARIAH (STUDI PADA PELANGGAN 3 SECOND STORE LAMPUNG). Diploma thesis, UIN Raden Intan Lampung.
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Abstract
ABSTRAK Dalam era persaingan yang ketat, industri fashion menggunakan brand ambassador guna meningkatkan daya tarik suatu produk, serta menciptakan image yang positif berperan penting dalam membangun kepercayaan konsumen. 1). Bagamana pengaruh brand ambassador dan Brand Image secara parsial terhadap keputusan pembelian produk fashion di 3 Second Store Lampung? 2). Apakah price discount memoderasi pengaruh brand ambassador terhadap keputusan pembelian produk fashion di 3 Second Store Lampung? 3). Apakah price discount memoderasi pengaruh brand image terhadap keputusan pembelian produk fashion di 3 Second Store Lampung? 4). Bagaimana perspektif bisnis Syariah mengenai keputusan pembelian produk fashion di 3 Second Store Lampung? Jenis penelitian ini merupakan penelitian kuantitatif dengan sumber data yang digunakan adalah data primer. Populasi pada penelitian ini adalah pelanggan 3 Second Store Lampung dan sampel yang diambil adalah 100 sampel menggunakan metode purposive sampling. Metode pengumpulan data yang digunakan dalam penelitian ini menggunakan kuesioner yang menggunakan skala likert. Metode analisis data yang digunakan adalah pendekatan Smart PLS (Partial Least Squares). Hasil penelitian ini menunjukkan 1). Brand Ambassador dan Brand Image secara parsial berpengaruh positif dan signifikan terhadap Keputusan pembelian. 2). Price Discount memoderasi hubungan antara Brand Ambassador terhadap Keputusan pembelian. 4). Price Discount memoderasi hubungan antara Brand Image terhadap Keputusan pembelian. 5). Dalam perspektif Bisnis Syariah Pengambilan keputusan dalam upaya memenuhi kebutuhan diperbolehkan selama hal tersebut dapat memberikan Maslahah dan tidak mendatangkan Mudharat. Kata Kunci: Brand Ambassador, Brand Image, Price Discount, Fashion, Keputusan Pembelian. ABSTRACT In an era of intense competition, the fashion industry uses brand ambassadors to increase the appeal of a product, as well as to create a positive image that plays a crucial role in building consumer trust. 1). What is the partial influence of brand ambassadors and brand image on purchasing decisions of fashion products at 3 Second Store Lampung? 2). Does price discount moderate the effect of brand ambassador on purchasing decisions of fashion products at 3 Second Store Lampung? 3). Does price discount moderate the effect of brand image on purchasing decisions of fashion products at 3 Second Store Lampung? 4). What is the perspective of Islamic business principles regarding purchasing decisions of fashion products at 3 Second Store Lampung? This research is quantitative in nature, using primary data sources. The population of this study consists of customers of 3 Second Store Lampung, and the sample taken is 100 respondents using purposive sampling method. The data collection method in this study uses a questionnaire with a Likert scale. The data analysis method used is the Smart PLS (Partial Least Squares) approach. The results of this study show that 1). Both brand ambassador and brand image have a positive and significant partial effect on purchasing decisions. 2). Price discount moderates the relationship between brand ambassador and purchasing decisions. 3). Price discount moderates the relationship between brand image and purchasing decisions. 4). From an Islamic business perspective, decision-making to fulfill needs is permissible as long as it brings benefits (Maslahah) and does not cause harm (Mudharat). Keywords: Brand Ambassador, Brand Image, Price Discount, Fashion, Purchase Decision.
Item Type: | Thesis (Diploma) |
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Subjects: | Manajemen Bisnis Syariah |
Divisions: | Fakultas Ekonomi dan Bisnis Islam > Manajemen Bisnis Syariah |
Depositing User: | LAYANAN PERPUSTAKAAN UINRIL REFERENSI |
Date Deposited: | 19 Dec 2024 07:59 |
Last Modified: | 19 Dec 2024 07:59 |
URI: | https://repository.radenintan.ac.id/id/eprint/36698 |
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